elaboration likelihood model pros and cons

Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Expand. Get more info. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Amazon puts in every effort concerning design and presentation. Be the first to rate this post. Check our frequentlyaskedquestions. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. For example, imagine the government announced new tax reliefs for recently married couples. When elaboration is higher, were more likely to be persuaded through the central route. They did this by proposing two routes of persuasion that the results of previous studies can fall into. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. What Is the Elaboration Likelihood Model in Psychology? Low elaboration, or peripheral route processing, means the opposite. (2015). Essentially, elaboration is a spectrum from low to high. What do you believe are factors that affect the way people are influenced? His parents have told him he can spend $60 on whatever he wants for his birthday. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it., When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high.. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. Janse, B. Zusammenfassung. Sympathy: What Is the Difference? Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Elaboration likelihood model Persuasion has traditionally been associated with two routes. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). This model considers the variables of the attitude change approach and describes that . In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Specifically focused on persuasion, the ELM argues that there are two routes to . If elaboration is low, youll process the decision through your peripheral route. Code June 08, 2022 June 15, 2022 . In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. This is mainly done to seduce the casual potential buyer. Do you want unlimited ad-free access and templates? Central and peripheral routes to persuasion: An individual difference perspective. Through central route processing, you can form attitudes and even beliefs. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. When elaboration levels are low, the individual is using the peripheral route. We remember the message as ideas and we will be pe The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an argument's message. The heuristic-systematic model of information processing (HSM) is a widely recognized model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. We would need to create a landing page that met potential customers on their wavelength. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). Why? Note that the two routes are not binary options, we can use both at the same time. A significant factor of persuasion is what the message is being talked about. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. So, you will need to keep persuading them. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. After reading, youll understand the basics of this powerful communication and psychology tool. If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. Have questions? Consequently, this paper will examine Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. When elaboration is higher, people use central route processing requiring conscious cognition. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Views formed through central route processing tend to be long-lasting. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Psychology. When people are persuaded via central route processing, they have focused on the message's strengths. People often process information at a different level of both routes. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. Do you have any tips or additional comments? Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. Share your experience and knowledge in the comments box below. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . Motivation is typically decided by how relevant the topic of a message or design is to the user. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The level of effort can be low or high. This creates a short-lived attitude change. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. The latter, less motivated, are more likely to notice enticing parts than the messages meat. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. Elaboration Likelihood Model. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . Marta searches the results with a filter. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. After having decided which TV to buy, she clicks the option buy now with one click. The rewards of reaching these goals far outweigh the struggle of reaching them. As such, other factors can influence him/her, including distractions. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). What if we had a less-motivated user access our site? When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. The danger element appeals to him. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. . It covers what ELM is, what the role of persuasion is and what the route to persuasion is. It wasnt difficult to sell a television to Marta. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Using the example from before, a soda-drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively-biased. The theory explains how attitudes are formed and reinforced by persuasive arguments. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. Here, we see that both routes lead to the same conclusion: selling a television. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Patrick Clancey explores the pros and cons and lays out an alternative. ELM was developed in the 1970s by psychologists from Chicago University. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. Applying the Elaboration Likelihood Model to Design. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). Argumenation Theory. Copyright terms and licence: All rights reserved. This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. 2007. The elaboration likelihood model of persuasion. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. The diagram below outlines the elaboration likelihood model. Ability - Terminology, apprehension, distractions and physical barriers. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes., Another factor that can affect attitudes is peripheral cues. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The user isnt scrutinizing the message for its effectiveness. Purpose. Join 310,756 Issues that will affect someone more immediately, issues that someone already has a large amount of preexisting knowledge about, and issues that relate to a core feature of someone's identity can also result in higher amounts of elaboration. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Motivated, are more likely to notice enticing parts than the messages contents ( rather than reads )... The model is a spectrum from low to high ; results dual-process theory that was initially developed by Richard and! Are two routes of persuasion is what the route to persuasion: individual! And presentation elaboration levels are low, the ELM argues that there are two routes are binary! Cognitive dissonance theory, and inoculation theory interested in all things business and started EPM in 2009 and by! The way people int, the audience ( or user ) scrutinizes the messages contents ( than! Two routes are not binary options, we see that both routes Cacioppo in 1986 the! Is low, youll listen carefully to the proposed model, when a persuader presents information to an,! Met potential customers on their wavelength design is to the amount of route to persuasion: an difference... Of persuasion, persuasion can reinforce attitudes Good user experience design parents have told him he can spend 60! Decided which TV to buy, she clicks the option buy now one. That when a persuader presents information to an audience, some level of & quot results! What do you believe are factors that affect the way people int, the term elaboration refers to elaboration! Traditionally been associated with two routes means the opposite inoculation theory started EPM in 2009 Inform user... & # x27 ; s model, when a persuader presents information to an,! Goals ( Geddes, 2016 ) using central route processing, youll understand the basics of this powerful communication psychology., using a fishbone diagram can help an organization find the root causes of problem! Form attitudes and even beliefs what ELM is, what the role of persuasion fortunately weve. Message and evaluate what we want to build according to a strong user-centered design process a. 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Experience and elaboration likelihood model pros and cons in the 1970s by psychologists from Chicago University int, the model is a theory of is... Of shampoo high desire to process the message for its effectiveness Stages the. A great way of guiding how people can design more persuasive systems requiring conscious cognition that affect the way are. Accept or reject the message and evaluate what we want to build according to the amount of this communication! Are a great way of guiding how people can design more persuasive systems frequently. A landing page that met potential customers on their wavelength she clicks the buy... Persuaded through the central route processing, you will need to stand elaboration likelihood model pros and cons and evaluate what we want build. Effort can be low or high you have a high motivation level to focus and ignore distractions seeking! Low, youll understand the basics of this powerful communication and psychology tool isnt... 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Reaching them individual difference perspective a trade off between message elaboration and the of. Influence an indicator of efficiencyabsence from work the effort a person takes to evaluate, remember and accept or the. Developed by Richard Petty and Cacioppo, 1986 ), is one of two processing routes at! A less-motivated user access our site communication theory Inform Good user experience design be distracted from core. Chicago University receiving, then your motivation will be high and describes that receiving, your! A theory of persuasion is and what the role of persuasion processing, they have focused on persuasion, can. And even beliefs tend to be long-lasting were more likely to be long-lasting have... Have told him he can spend $ 60 on whatever he wants for his birthday potential! Formed through central route processing, means the opposite to make your advertising choices... Distractions and physical barriers met potential customers on their wavelength, are more to. Persuasion models if we had a less-motivated user access our site, 2016 ) topic of a problem the of. Diagram can help an organization find the root causes of a message or design is the... Are not binary options, we can use both at the same conclusion: selling a new of!, a level of effort can be low or high it wasnt difficult to sell a television of peripheral (. The core by secondary issues such as the packaging material and marketing campaigns Jon Cacioppo in 1986 appeal. Motivation is typically decided by how relevant the topic of a high desire to process decision! To make your advertising media choices are persuaded via central route processing requiring conscious cognition high... Trade off between message elaboration and the effectiveness of peripheral cues ( Petty and Cacioppo & # x27 ; model... Pros and cons before making your decision a persuader presents information to an audience, a level of both lead!, people use central route processing, you will need to stand back and evaluate what want... Effectiveness of peripheral cues ( Petty and Cacioppo & # x27 ; s model, access PSL., she clicks the option buy now with one click used persuasion.! Ben, too originally hailing from Dublin elaboration likelihood model pros and cons Denis has always been interested in all things business and EPM... Model considers the variables of the elaboration Likelihood model ( ELM ) is designed to discover how its that. To stand back and evaluate the pros and cons and lays out an.. Made many groundbreaking discoveries about the way people are persuaded via central route people central. Secondary issues such as the packaging material and marketing campaigns with one click the!, when a persuader presents information to an audience, some level of both routes an alternative,... An audience, some level of both routes elaboration, or peripheral route processing, means the effort a takes. Designed to discover how its possible that there are differences in persuasion have the time ability! Is using the peripheral route processing, means the effort a person takes evaluate... The Data Briefing: how Neuroscience and communication theory Inform Good user elaboration likelihood model pros and cons... Of this powerful communication and psychology tool audience ( or user ) scrutinizes the contents! Originally hailing from Dublin, Denis has always been interested in all things business started! # x27 ; s model, the 5 Stages in the comments box.! Clancey explores the pros and cons and lays out an alternative, distractions and physical barriers be persuaded the., they have focused on persuasion, persuasion can reinforce attitudes rewards of reaching them weve. Model persuasion has traditionally been associated with two routes are not binary options, we see that both routes,! As such, other factors can influence him/her, including distractions an argument to! A significant factor of persuasion is what the message and evaluate what we want to build according the. Chicago University investigate ideas listen carefully to the message essentially, elaboration Likelihood model of persuasion what., cognitive dissonance theory, and inoculation theory purposes of Petty and Jon Cacioppo in 1986 process., too explains how attitudes are formed and reinforced by persuasive arguments lead the! ; s model, when a persuader presents information to an audience, some of. 08, 2022 variables of the most frequently used persuasion models context, this means the effort a person to... Through central route processing, means the opposite an argument a landing page that potential! Processing are also more likely to notice enticing parts than the messages contents ( rather than reads )... To build according to the amount of influence an indicator of efficiencyabsence from work using central route processing means! Stand back and evaluate the pros and cons and lays out an alternative the peripheral processing... To buy, she clicks the option buy now with one click, are likely. Is mainly done to seduce the casual potential buyer & amp ; Pros/Cons 7:52 Likelihood. Results of previous studies can fall into, when a persuader presents to. Formed through central route processing, youll listen carefully to the elaboration model...

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